Nguyen Thuy Dung is appointed Director and Head of Decision Lab’s Finance Practice

The financial sector in Vietnam and Southeast Asia is at a turning point. Banks and Fintech companies are competing for customer trust, digital platforms are rewriting the rules of engagement, and consumer expectations have never been higher. 

Decision Lab’s Finance Practice helps financial brands meet this moment by combining behavioural data, brand analytics, and consulting expertise to build truly customer-centric growth strategies. 

Our vision: 

Transforming data into actionable insights for customer-centric growth in the financial sector. 

By leveraging data-driven insights, we empower brands to better understand their customers, optimise competitiveness, and create impactful communication strategies. 

We are thrilled to announce Nguyen Thuy Dung as Director and Head of Finance Practice. 

Dung’s appointment marks a natural progression from her role as Head of Consulting, where she has been instrumental in shaping Decision Lab’s advisory and sector frameworks. 

With more than a decade of experience across financial services, consumer intelligence, and research leadership, Dung has previously worked with L’Oréal, Ipsos, and Abbott before joining Decision Lab in 2023. Her analytical rigour and passion for client impact have earned her a reputation as one of Vietnam’s leading market strategists in finance and consumer research. 

 “Our clients face new challenges — from digital disruption to evolving consumer behaviour,” Dung explains. “We help them translate complexity into clarity. Whether it’s designing segmentation strategies, measuring brand performance, or assessing digital adoption, we provide the data and frameworks that help financial institutions make confident decisions.” 

How this helps our clients: 

• Banks: Optimise customer journeys and identify growth opportunities through segmentation and experience analytics. 

• Fintech: Strengthen their value propositions and scale through data-driven go-to-market strategies. 

• Insurers: Build trust and relevance through communication testing and behavioural insight. 

• Consumer finance: Drive customer acquisition and loyalty through customer-centric product innovation and engagement strategies. 

Thue Quist Thomasen, CEO of Decision Lab, adds: “Dung has played a pivotal role in evolving Decision Lab from a research company into a true consulting partner. Her leadership in the Finance Practice will help clients navigate one of the most competitive and transformative industries in Vietnam — with insight, empathy, and precision. I am proud to have Dung as a key player in our Leadership Team.” 

Dung is available for a coffee chat if you would like to discuss the sector in more depth or explore emerging opportunities. Please contact via: ntd2@decisionlab.co